NYC Social Media Marketing for Luxury Real Estate
For developers and real estate companies in the US and Europe
Shani Amit Marketing · Luxury Real Estate
Buyers often form their first impression of a luxury home on social media, before they look at the floor plan. Shani Amit Marketing works with real estate developers and companies, creating content and campaigns for luxury projects that need to reach serious buyers, in New York and around the world.
- Clients
- Developers · Real estate companies
- Markets
- NYC · TLV · Worldwide
- Phases
- Pre-launch → Last units
- Formats
- Organic · Creators · Leads
Why luxury real estate needs more than listings
Buyers at the top of the market use social media like everyone else. They follow lifestyles and neighborhoods, and they decide which projects are worth a visit before they contact an agent. Listing posts give the basic facts, and good content also shows what it is like to live there.
We have worked with companies in New York and with real estate brands around the world, on new developments and premium homes. As is common in this industry, the work is under NDA. Our approach combines lifestyle content, campaigns aimed at qualified buyers and reporting that tracks every lead.
What sells luxury homes on social
- 01
Instagram is a real sales channel. Some leading luxury agents attribute 75-90% of their sales volume to it.
- 02
Social media mostly reaches people who already know you, so content should keep your network and buyer lists engaged.
- 03
One shoot day can produce a tour video, reels, detail shots and neighborhood content.
- 04
Pre-launch campaigns use renders and amenity previews to build a waitlist before sales open.
- 05
International buyers often decide remotely, so they need video, floor plans, live tours and campaigns in their own language.
- 06
Paid campaigns are best measured by cost per qualified meeting rather than cost per form.
What we do for luxury real estate
- 01
Content Creation
Lifestyle photos, video walkthroughs and reels of the homes, the amenities and the neighborhood, with clear and inviting copy.
- 02
Publishing
A content calendar built around the sales journey: launch, construction milestones, model apartments, open houses and the last units.
- 03
Creator Partnerships
Collaborations with lifestyle, design and family creators who can show a home the way buyers imagine living in it.
- 04
Channel Management
Ongoing management of the project’s or brokerage’s accounts, comments and DMs, so every serious inquiry gets a fast, professional reply.
- 05
Marketing Strategy
Positioning for the project and a clear plan that connects content, channels and target buyers to your sales goals.
- 06
Paid Advertising
Paid campaigns targeted at buyers by location, interests and intent, built to bring in qualified leads.
From first render to last unit
Each phase of a project needs different content, so we plan the whole sales period from the start.
- 01
Pre-launch
Story, renders and a waitlist.
- 02
Launch
An event, creators and the first tours.
- 03
Sales
Lead campaigns, the model apartment and open houses.
- 04
Last units
Retargeting and focused offers for the homes that are left.
Our work under NDA
Most of our real estate work is confidential, and we keep it that way. We’re happy to walk you through relevant results on a call.
I have spent years creating content in hotels in New York, Paris, Santorini and Phuket, where each photo has to show both the space and its atmosphere.
Available on a call
Hotel collaborations in New York, Paris, Santorini and Phuket
How We Work
- 01
Discovery
We learn the project, the buyer profile, the price point and your sales timeline.
- 02
Strategy
A clear plan: channels, content pillars, creators and an ad budget matched to each sales phase.
- 03
Create
Photo, video and copy that sell the lifestyle, produced in your brand’s voice.
- 04
Launch
Organic posts and lead-generation campaigns, managed day to day.
- 05
Measure
Monthly reports on reach, engagement, leads and cost per lead, with ongoing improvements.
Why Shani
I joined Instagram in 2010, as one of its early users, and I have been creating content for myself and for clients for more than 17 years. The strategies we build for brands are based on what I have tested on my own account.
I live between NYC and TLV and work closely with both markets.
Good to Know
Do you work with developers, brokerages or both?
Both. We work with developers marketing new projects, with brokerages and with individual luxury listings that need standout content.
Can I see your past real estate work?
Most of our real estate work is under NDA. We’re happy to walk you through relevant results on a call.
Do you only work with projects in New York?
No. We work with American companies in New York and with real estate brands around the world.
How do you measure success for a project?
We agree on KPIs from day one, such as reach, engagement, qualified leads or cost per lead, and we report on them every month.
You never get a second chance to make a first impression
Tell us about your project and we’ll set up a short intro call.
or email contact@shani-amit.com